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Mike Lieberman, CEO and Chief Revenue ScientistThu, Sep 1, 2016 4 min read

3 Email Strategies to Build Trust and Sell More

{}Relationship building is difficult at the best of times. Add in the extra complications of trying to build relationships over email and for the purpose of selling, and you’ve got a recipe for disaster –or so it may seem at first.

However, marketers are catching on to the key tips and tricks that make email strategies successful. Some of these may surprise you, but some may confirm what you already thought yourself when you saw a particular good or bad marketing email strategy. Here are three key strategies for what to do–and what to avoid–to make your email strategies as effective as possible.

1. Be Personal without False “Personalizing”

Have you ever received an email that made a show of being personalized for you, but something about it felt “off”? You know the kinds of emails I mean. They start something like this:

“Dear [insert first name here]:”

You can practically see the square brackets when you read those emails, because you know the content is completely irrelevant to you. This is a poor email strategy because the email itself wasn’t personalized for you—we all know it’s simple enough for software to insert your first name into a field and make it look personalized.

Recent studies have shown that this method of personalizing is simply turning people off; recipients just don’t believe that a message was personally written for them. These personal addresses also tend to give people some concern about their privacy and safety.

A better strategy is sending personalized offers or discounts for products or services that the individual has shown a particular interest in. You can easily gather this information by creating customer personas and asking the right questions on your forms. This is a much better invitation for the individual to engage, because they’ll want to take advantage of those offers.

2. Send Emails from the Same Person or Email Address

When people receive emails from an email address they recognize, they are more likely to open and read them. Also, when you have started to prove that the emails are relevant and worth reading, they will continue to read them.

A great email strategy is to combine your team members’ name and the company name in the “from” name. Whether you use “[Team Member First Name] @ [Company Name]” or “[Company Name] — [Team Member Name],” both could be effective–test both to see what is most effective for your business.

While some companies opt to use just their business’s name, a personal name may be more effective, as it feels much more like human connectedness. This is why a no-reply email may be less likely to be read as well; people feel like a machine is talking to them rather than a person.

3. Send Welcome Emails When People Subscribe

One of the most effective email strategies involves engaging people in a discussion–a back-and-forth conversation that keeps them interested without pressuring them to buy anything. This has a long-term effect because it builds relationships, and the easiest way to start this is by saying hello!

In fact, 74.4% of subscribers expect a welcome email when they subscribe. Many marketers forget about this, but it would be like going into a shop where no one greeted you when you walked in. If that seems like that’s not a big deal, keep in mind that subscribers who get welcome emails average a 33% more long-term engagement with that brand. Welcome emails also generate 4x the open rates and 5x the click rates than other bulk promotions.

As with the previous two strategies, this is a very effective email strategy to build trust (because you’re fulfilling customer expectations) and ultimately sell more.



Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.